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The Forrester Blog For Interactive Marketing Professionals

I've been hopscotching Europe this week, seeing clients and colleagues in London and Istanbul — but my thoughts have been in Los Angeles, where in a couple of weeks I'll be giving a speech called "Taking Social Media From Cool To Critical" at the 2012 Forrester Marketing Leadership Forum . I chose that topic because it’s a concern I hear almost every day — and sure enough, I heard it from several clients on my travels this week. "We’ve put time and resources into social media marketing, because it seemed like we had to, but . . . it’s just not having much of a business impact." By comparison, four or five years into the era of search marketing, most companies were making a killing from their SEM programs. The same goes for email marketing. But here we are four or five years into the era of social media marketing — and for many companies, social media is still a curiosity, a sideshow that attracts lots of interest but adds little value.

trendwatching.com: Consumer trends and insights from around the

Brands that behave more humanly, including showing their flaws, will be awesome. FLAWSOME explores why consumers are more focused on brand attitude and behavior than ever before, with examples from brands like Four Seasons, Chevrolet, Virgin America, FedEx and more.

Au mois de janvier 2012 j’ai eu l’occasion d’animer dans le cadre de Webschool Tours une conférence sur l’impact des réseaux sociaux dans la gestion de la relation client en entreprise. L’occasion pour moi de faire effleurer du doigt aux chefs d’entreprise locaux pourquoi et comment les médias sociaux peuvent les aider dans leur approche CRM. Je n’avais jamais mis en ligne le support de cette présentation et comme plusieurs personnes m’ont littéralement harcelées pour que je le fasse (ils se reconnaitront ) j’ai enfin pris le temps de le faire ce soir ! Lire la suite

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Advertising, Marketing, Media and PR - Brand Republic Online - B

In order to mark the 50th anniversary of D&AD, RSA Films interviewed some of adland's founding fathers for a documentary celebrating five decades of British advertising creativity. Here are some of the highlights ... Although 10% of us have admitted to spending more on premium goods in the past year, only 38% believe they offer excellent quality, writes Craig Lawrie, director, head of digital, Initials Marketing.